Los Angeles-based brand Guess is set to host a week-long traveling exhibition titled, ‘The Next 40 Years of Denim,’ in Tokyo, Japan from July 4-12, 2025. To be held in the Harajuku district, the exhibition coincides with the grand opening of Guess' new Tokyo flagship store in Shibuya-ku, located just a short distance from the exhibition venue.
The exhibition will kick off with a ‘labyrinthine retrospective’ that delves into Guess' rich denim legacy and heritage. It will guide guests through various stages of denim innovation, including an immersive stone installation that highlights Guess Airwash technology. Developed in collaboration with Jeanologia, this sustainable technology eliminates the need for pumice stones and significantly reduces water and energy consumption in the denim finishing process.
A functional Denim Lab will offer a behind-the-scenes look at how denim is created, displaying original materials, patterns, and washes. The exhibition culminates in a customization area where attendees will receive a complimentary denim tote bag. They can then personalize these bags using on-site laser engraving machines. Furthermore, local artists like Ryota Daimon and A Love Movement will offer a variety of denim customization options such as airbrush art, patches, and chain stitching.
